TD BANK
Insight: TD Bank was refreshing their brand identity and needed to focus on a single point of differentiation to stand out.
Idea: In a world where banking can feel too much like a transaction, position the new refreshed brand around “Unexpectedly Human.”
My role: Lead verbal identity strategist responsible for new global voice, messaging, copy strategy, brand book, and for training the entire fleet of TD Bank copywriters in US and Canada.
BRANDING GUIDELINES EXCERPTS
OOH COPY EXAMPLES
